The Simple Roadmap to Making Volunteers Lifelong Champions

If you’ve recently started a nonprofit or are helping an up-and-coming organization grow, volunteer recruitment and retention are probably top priorities. Taking the time to reach out to community members and introduce them to your organization is key, but once you’ve recruited new volunteers, it’s much easier and more cost-effective to retain them for the long term rather than constantly bringing on new participants.

A recent study from researchers at the University of North Carolina at Charlotte found that the most important elements that impact volunteer retention are:

• Investment in volunteer training
• Making volunteers from diverse backgrounds feel welcomed and included
• Positive interactions between volunteers and paid staff

With this in mind, we’ve created this guide to help you recruit lifelong volunteers rather than temporary supporters.

One of the most common reasons why nonprofits fail is having unrealistic expectations. That’s why it’s important to think practically about building your volunteer base, starting with recruiting from the right audience.

For example, if you’re looking for volunteers to stick around long-term, younger individuals, such as high school or college students, may not be the right audience. While these community members often volunteer to fulfill school requirements, they’re more transient and likely to move away for college or their first job.

On the other hand, Gen X has the highest rates of volunteerism, meaning you’ll be more likely to find long-term dedicated volunteers among this generation.

Action steps to take today:

• Recruit an audience of older adults by using targeted ads and posts on Facebook. 74% of Gen X members use Facebook, making this social platform a natural place to start your volunteer recruitment efforts.
• Emphasize diversity and inclusion in your volunteer recruitment efforts. To reach a diverse population, post flyers for your volunteer program in various community locations, including the local library, coffee shops, community centers, and businesses. You can also directly reach out to organizations or clubs in your community that cater to a diverse membership.
• Create a detailed role description to clarify the expectations. Make it clear in your volunteer role description that you’re looking for participants to join for the long term. For example, your description could say something like: “Looking to build strong connections in your community and positively impact it for years to come? Join our volunteer program, where you can gain new skills, make lifelong friends, and leave a legacy on our mission.”

Your volunteer onboarding process sets the tone for volunteers’ experience. When you empower volunteers from the start with the resources and information they need to be successful, they’ll be much more likely to stay involved with your organization long-term.

Action steps to take today:

• Create a welcome packet for new volunteers. Provide background information about your nonprofit, including your mission, vision, goals, and leadership. Include information about any technology tools volunteers must use, such as how to log in to your volunteer portal. Also, let volunteers know how to keep up with the latest information, whether by registering for your newsletter, joining a Facebook group, or downloading your app.
• Pair new volunteers with a more experienced mentor. Partner new volunteers with a more experienced “buddy” who can show them the ropes and help them get comfortable with their new role. For example, let’s say you’re onboarding new volunteers to help walk dogs at your animal shelter. Mentors can show new volunteers where to sign in, how to check dogs out of their kennels, and where to find leashes and waste bags.

Getting thrown right into things as a new volunteer can be overwhelming and nerve-wracking. Comprehensive training and mentorship allow volunteers to ease into their new positions and ensure they do things correctly.

Proper training doesn’t just help volunteers gain new skills and feel confident in their positions—it can also be essential for helping your nonprofit maintain compliance with laws and regulations. If you’re working with vulnerable populations, such as children or the elderly, ensuring volunteers follow all guidelines and adhere to a strict code of conduct is key to maintaining a safe environment for volunteers, staff, and beneficiaries.

Action steps to take today:

• Plan regular training sessions or workshops for volunteers to grow their skills. In addition to your onboarding process, plan ongoing training opportunities for volunteers. For example, you might provide dog-walking volunteers with the option to participate in training courses to be able to handle more challenging dogs. Offer certifications and awards for completing sessions to provide tangible proof of volunteers’ new skills.
• Ensure volunteers are aware of all compliance requirements. Review your volunteer handbook, code of conduct, and other essential volunteer policies during the onboarding process and annually with long-term volunteers. You can have volunteers complete a short yearly assessment to ensure they understand what’s expected of them.
• Provide volunteers with professional training and recommendations. The skills volunteers learn while participating in your program can translate into real professional benefits that help them in their careers. Let volunteers know that your organization is willing to provide professional recommendations if they successfully complete training courses and take on their volunteer duties.

Expressing appreciation for volunteers benefits both your nonprofit and your volunteers.

One study found that volunteers who feel respected for their work “(a) were more likely to continue volunteering 10 and 20 years later, (b) had higher levels of daily positive affect and lower levels of daily negative affect, and (c) had higher levels of well-being over a 20-year period.”

With a clear recognition strategy, you can increase volunteer retention and even improve volunteers’ quality of life.

Action steps to take today:

• Plan special recognition moments, such as “Volunteer of the Month.” Select volunteers who go above and beyond the call of duty and recognize them with a special prize or award. These rewards could include a restaurant gift card, a free t-shirt, and a personalized award certificate. Spotlight volunteers on social media to publicly express your gratitude.
• Host regular volunteer appreciation events. Plan one or two yearly events to demonstrate to volunteers how much you appreciate them. These experiences could be as formal as a gala with a silent auction or as casual as a summer picnic. Personally engage with volunteers at these events to establish stronger relationships between supporters and staff.

Although many volunteers are driven to get involved out of a simple passion for your mission, many supporters also cherish the opportunity to feel part of something larger than themselves. 35% of volunteers say they participate in volunteer programs to socialize, so you shouldn’t overlook opportunities to plan community-building activities for volunteers.

Action steps to take today:

• Plan social events for volunteers to participate in. These experiences could include potlucks, networking events, trivia nights, karaoke parties, picnics, or museum trips.
• Create a volunteer committee or focus group to gather feedback. This will show volunteers that you value their input. Ask volunteers to weigh in on your volunteer program management, such as your recruitment strategy or appreciation approach. You can also ask them to provide feedback on other areas of your nonprofit, such as your strategic plan.
• Create an exclusive volunteer social media group or messaging group. Foster ongoing volunteer engagement and communication with an exclusive social media or messaging group. Bloomerang’s guide to volunteer apps explains that apps can be a great way to stay in touch with volunteers, enabling them to send and receive communications. You can also create a Facebook group for volunteers and staff members to communicate, share urgent updates, and recognize each other’s hard work.
• Show volunteers additional ways they can be involved in your organization. By engaging with other activities your nonprofit offers, volunteers can deepen their connection to your cause. Peer-to-peer fundraising, monthly giving, and participating in events are just a few ways volunteers can expand their involvement with your mission.

If you want to retain volunteers for the long haul, you have to think big when it comes to providing them with opportunities to grow in their roles and become leaders at your nonprofit. Volunteers may eventually become comfortable with their roles and ready to take on new challenges, and having clear growth pathways helps keep them motivated.

Action steps to take today:

• Discuss volunteers’ goals and understand what they want to gain from the experience. At about the six-month mark of their involvement, send volunteers a survey. Ask them about their interests and passions, long-term volunteering goals, and how they want to grow their skills. This can give you a better sense of which volunteers are content with their involvement and who would like to eventually step up into a leadership role.
• Train long-term volunteers to become peer leaders. Use your nonprofit’s volunteer management software to identify volunteers who have worked with your organization for an extended period, such as two years or more. These individuals are great candidates for becoming peer leaders. Email these volunteers to gauge their interest, then plan training sessions with volunteers who want to be involved. Eventually, these volunteers can lead shifts independently, taking some of the stress off your paid staff.
• Allow volunteers to meet with your organization’s top leaders to receive advice and feedback. Schedule recurring meetings between volunteer leaders and your nonprofit’s top leaders, such as your executive director. The executive director can share relevant updates and information that will impact the volunteer program and feedback for peer leaders. These meetings will give volunteer leaders greater context for how their efforts fit into your larger mission, helping them feel more fulfilled in their roles.

Many volunteers support nonprofits for the same reason you started your nonprofit: to leave a charitable legacy. By empowering volunteers to grow alongside your organization and pick up new skills, you can increase retention and provide the meaningful experience your supporters seek.